Page 63 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

52 How to Write Effective Business English

Share information and experiences of value, the newest this, the
helpful that, etc. If people value your content, they can become
‘brand advocates’, without ever meeting you. You’re likely to recip-
rocate, opening up new dialogues and horizons.
Learn by looking at how companies shine through their online
interaction. This case study highlights how one company succeeds.

CASE STUDY Innocent Drinks

Innocent Drinks started off as a fairly small UK soft drinks company in
1998. Known not just for their drinks but also for their ‘quirky’ offline and
online brand presentation, they built up an impressive following. This
attracted the interest of the giant Coca-Cola company, who took
ownership in 2013 and pledged commitment to the original company ethos
and the Innocent Charity Foundation, funded by a percentage of profits.
At the time of writing, Innocent have an enviable 596,983 Facebook
page likes – achieved, I think, not only through their products but also
through their positive and reactive customer interaction.
If we look at their social media feeds, they often use the same content
across channels. Keeping it innovative, current and something that they
wanted people to share, the founders devised a #chainofgood
compliment generator. They posted this on their blog and Facebook page,
introducing it with a strapline about their product: ‘tastes good, does you
good, does others good.’ A short write-up described how their drinks
have natural goodness, and how a percentage of profits go to charity.
Visitors to the #chainofgood were invited to choose and post a
compliment from the ‘compliment generator’ such as ‘You are a
walking high-five’ (50,000 shares). The element of choice meant the
words were right for their readers’ readers too. They also invited
suggestions, to enhance appeal and interaction. The overall effect was
to spread positive brand awareness. Keeping current and relevant, the
company adapted the generator for occasions, such as downloadable
cards for Mother’s Day, complete with company logo.